Superdrug to add consent warning to its condom packaging as part of major new campaign
Superdrug has revealed it is adding warning messages to its condom packaging as part of a campaign to tackle the issue of sexual consent.
The launch comes as shocking statistics from the high street retailer reveal more than one third of people (36%) have "gone along with sex" even though they didn’t want to, with three in ten admitting they did so out of fear of what would happen if they said no.
In further proof that our understanding of the issue of consent still isn't up to scratch, the survey also found a quarter (25%) of people have gone along with unprotected sex when they didn’t want to, with 41% of those claiming to be too afraid to say no.
Launched in partnership with leading UK charities, Brook, Fumble, UK Says No More and Switchboard, the You Before Yes initiative aims to provide education and support to improve people's understanding of the difficult subject of consent.
Key topics covered include: what is consent; porn, nudes and consent; consent and STIs; consent and cyberflashing; consent and sexual violence, and more.
The brand has also teamed up with Georgia Harrison as ambassador, who stars in the main campaign video, where she reads out non-consensual sexual comments directed at her to emphasise everyone's right to say no and withdraw consent.
The former TOWIE star has actively campaigned against revenge porn after her ex-boyfriend, fellow reality TV contestant Stephen Bear, shared footage of them having sex without her consent. He was jailed for 21 months for the crime.
Read more: A third of Brits fantasise about sleeping with someone else during sex - most common sex thoughts revealed, Yahoo Life UK, 3-min read
“It is so important now more than ever that the younger generation understand the importance of consent," Harrison says.
"The statistics revealed by Superdrug have clearly highlighted that more needs to be done to help educate young men and women on this subject.
"Now they are stepping up to raise awareness of the issues revealed and offer education and information to anyone who needs it.”
As part of the campaign, and in a UK first, from September, Superdrug is rolling out consent warning messages onto the packaging of its own-brand condoms, to reinforce the importance of seeking consent before anything else happens.
Examples of the messages include: “Warning: lack of consent can cause unspoken harm” and “Remember: consent over compliance”.
Information about consent will also be displayed on till screens, leaflets, Superdrug radio (recorded by Harrison), and on Superdrug Online Doctor and relevant service pages, such as about STI testing.
Watch: Stephen Bear jailed for 21 months for posting Georgia Harrison sex tape: 'Distress and humiliation'
“All too often, sexual violence is downplayed or laughed off, or worse victims are blamed because of what they were wearing or how much they’d had to drink," Sarah D’Angelis, UK Says No More programme manager at Hestia says.
"For real social change to happen, we need to create a ‘consent culture’ in the UK and talk openly about consent."
Read more: Kourtney Kardashian says she had sex for 90 minutes – how long should sex last for?, Yahoo Life UK, 3-min read
Sexual consent: the stats
The Superdrug survey, of 2080 18-23 year olds found:
A quarter (23%) have experienced a power imbalance in a sexual relationship, with a fifth put up with it because they didn’t know what to do to fix it.
Almost a third (30%) have never asked a sexual partner about their sexual health history, feeling too awkward to ask them if they’ve been tested for STIs.
Two thirds have received explicit content over text, WhatsApp or social media without their consent, with the majority saying the felt uncomfortable (72%), violated (25%) and a proportion feeling pressure to respond (16%).
Nearly one in five (17%) have felt groomed or manipulated into non-consensual behaviours, with 38% not being aware of the signs of grooming.
Read more: Most popular sex positions: Expert explains benefits and orgasm potential of each, Yahoo Life UK, 4-min read
Further findings reveal that a shocking 92% claim sex education didn't improve their confidence about sex, sexual consent, and relationships, while two-thirds are calling for better societal understanding of what "consent" means.
But the new initiative aims to help plug some of those gaps.
Commenting on the new campaign Caris Newson, Superdrug’s healthcare director says: “People are being exposed to devastating non-consensual behaviours far too frequently and lack access to information and support.
“We recognise that action needs to be taken to help everyone feel empowered to find their voice when it comes to consent.”
